Creative Distillation | Cigna
Cigna is a global health service company dedicated to improving the health, well-being, and peace of mind of those it serves. With more than 170 million customer and patient relationships in more than 30 countries and jurisdictions, Cigna harnesses actionable insights that drive better health care results.
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The Ask:
During a global rebranding effort for Cigna, our team developed a customer-facing theme: Go You.
Go You, as a concept, was to make the experience empowering through a customer-centric POV. This became the mission of the company for the rebrand. So, how does Cigna deliver on the experience?
The Solve:
As much as I enjoyed helping to rebrand, what gives me more joy is this pivot that I developed: changing the global concept of ‘health’ to ‘well-being’. Making that simple term change, it was easier to integrate programs for mental health (among many others). The concept of ‘well-being’ is all of you (Go You).
The Result:
In 2009, only 2% of customers had comprehensive mental health care. Now, 100% coverage is the industry standard. Go You helped deliver exactly on what should be the focus: You, as the customer.